Corporate writing has come on in leaps and bounds in recent years. When you think of innocent smoothies or Pret, and you think happy, friendly, quirky. All of their writing upholds their brand values, and they take every opportunity to help you to like them, whether it be a label or a napkin.

So yesterday I popped into Selfridges and saw their #beautyproject campaign. I'd seen it before a week or so earlier, but this time I paid a bit more attention. And it annoyed me. These people are all ravishing. Yeah sure, they are a bit alternative, they have quirky haircuts or tattoos, or don't fit into the 16-25 age range of most models. However not one of them looks remotely curvy.